BANGKOK, THAILAND – In a market where consumers are more value-conscious than ever, KFC Thailand has delivered a masterclass in strategic creativity with its latest campaign, ‘The Best Value Meal You’ve Ever Had.’ More than just a promotion, the campaign exemplifies how an insight-led approach and bold execution can drive extraordinary results both online and in store.
At the heart of the campaign is KFC’s new Value Meal set, priced from just 69 baht, and featuring the all-new Colonel’s Secret Recipe Rice. The campaign not only addressed economic pressures head on but elevated the everyday dining experience into a brand-led moment.
The digital rollout featured a sharply observed commercial directed by filmmaker Ed 7 Vi, who leaned into the quirks of Thai consumer behavior – depicting familiar habits like squeezing every last drop of toothpaste or savoring fried chicken down to the bone. This light hearted portrayal resonated deeply with audiences, resulting in an explosive response: ad views tripled, engagement doubled, and social shares surged 18 times compared to previous KFC campaigns.
To bring the experience offline, KFC Thailand staged an on-ground activation at Robinson Lifestyle Srisamarn, where over 1,000 customers queued for a chance to experience the campaign in real life. The event offered not only the featured Value Meal but also a fast-paced 30-second challenge where fans could win limited-edition KFC merchandise.
The campaign reached more than 9 million people, sparked over 125,000 likes, 8,900 shares, and 5,500 comments, and saw platform engagement rates climb dramatically with Facebook by 120.74% and Instagram by 119.13%.
Suhayl Limbada, Market Lead & Chief Marketing Officer of KFC Thailand, said, “KFC is committed to delivering the best in taste and value through the launch of the ‘Value Meal’ set, along with an unforgettable experience that customers will remember for a lifetime. With the ‘Best Value Meal You’ve Ever Had’ campaign, we’ve seamlessly combined value and fun, creating a special moment that leaves a lasting impression on our customers.”
